Filipino-American artist Jefrë Manuel has been reshaping Metro Manila’s skyline with his monumental works. His Time Sculpture, a 12-meter stainless steel figure checking its watch, stands along EDSA. At Bridgetowne, The Victor rises 55 meters with a raised fist as a symbol of national pride. And in the MOA Complex in Pasay City, Bayani and Pag-Asa tower as steel figures representing heroism and hope.
These landmarks have established Jefrë’s imprint on the capital region, but he now says his time building icons here may be nearing its end.
“This year and next may be my last projects here in the Philippines,” he told Manila Standard Life at the launch of his collaboration with IQOS.
“I feel I’ve left my mark with the icons I’ve created for the skyline. Now, I want to take the Filipino brand of creativity abroad to show the world how innovative Filipinos can be.”
That latest project is Curious Icons, a collaboration between IQOS and Jefrë, supported by Philip Morris International (PMI) and its Philippine affiliate PMFTC Inc. The initiative is in line with PMI’s mission to make cigarettes obsolete, extending IQOS’ role beyond technology toward creating meaningful smoke-free experiences.
And because the Fil-Am artist hinted this may be his final set of works here, the collaboration becomes even more meaningful—perhaps even iconic—as it marks the first time he has partnered with a brand locally.
Unlike his monumental public art, Curious Icons is intentionally scaled down.
“Well, I don’t know if I should say this, but size doesn’t always matter,” Jefrë said with a laugh. “I’ve long been interested in shaping skylines, but I’ve also wanted to create art that’s more personal, something people can interact with directly. Being able to stand eye-to-eye with the key and see yourself framed within it creates a beautiful relationship between the viewer, the sculpture, and the brand’s vision.”
The IQOS x Jefrë installation redefines how art and design can shape perspectives on transformation and progress.
“More than just an installation, this collaboration with Jefrë is a statement about progress and possibility,” said Gijs de Best, president of PMFTC Inc.
“It encourages audiences to embrace innovation, creativity, and new perspectives. By engaging with the world of art and design through Jefrë’s visionary work, IQOS is signaling its evolution as a brand that champions forward-thinking ideas and resonates with audiences on a deeper, more human level,” the executive added.
IQOS brand manager Henry Martin Yap explained how the collaboration came about.
“We were very fortunate to connect with Jefrë. When we shared the brand’s mission—changing perspectives—he immediately resonated with it. During the design process, we focused on shared values: curiosity, progress, discovery,” Yap sad.
“These aligned perfectly with his approach to art. That’s how this collaboration came to life, and we’re very proud of the outcome,” the brand manager went on.
IQOS is now available in over 70 markets globally, with more than 34 million users worldwide, the majority of whom have switched away from cigarettes. The collaboration with Jefrë underscores IQOS’ commitment to innovation while cementing the artist’s reputation as one of the Philippines’ most influential creative voices.
